In addition to a five-minute news broadcast, Tampa TV station WTSP devoted 6,000 words online to an investigation on the influence a private PR consultant wields in local politics, complete with links to public records and online-only videos. Noah Pransky, who led the investigation, says the nature of the story demanded length: “This was a story about a consultant’s body of work. It wasn’t about a single issue. We knew that if we wanted to produce a rock solid story that would be hard to dismiss, we had to show that we had looked at everything.”